How to Create a High-Converting Services Page: Tips to Structure, Optimize, and Boost Client Engagement
Understanding how to create a strategic, high-converting services page is so important when building your website. Your services page is your chance to turn visitors into potential clients and should make them feel seen, understood, and eager to work with you! Here are some tips on how to best structure and optimize it to make it both effective and engaging.
#1: Start with a Value-Focused Introduction
One mistake I see a lot of people make on their services page is talk way too much about their process and not enough about results. Potential clients aren’t looking for your process, they want to know how working with you will benefit them!
So instead of step-by-step outline of your process, start with a short, value-focused introduction that highlights what clients can expect to get out of working with you. Explain what makes your service unique and how it specifically benefits them.
Ex: “I help [target clients, e.g., wedding photographers] attract their dream clients and grow their brand with stunning, conversion-driven websites.”
#2: Clearly Define Each Service
Personally, there’s nothing more frustrating to me than landing on a services page of someone I’m interested working with and being met with confusing or overwhelming information on how to work with them.
How to Avoid This
- Use clear, descriptive titles and descriptions for each of your services that resonate with your audience.
- Provide a concise overview of each service, focusing on how they benefit, what pain points it solves, and how it helps them achieve their goals.
- Avoid confusing jargon. Save the playful, personality-packed copy for other areas on your site and keep it straight-forward when it comes to your offerings.
#3: Highlight Results
Again, your potential clients are on your service page because they have a need and are looking for results, so focus on highlighting those results! A couple ways you can do this:
- Describe what kind of transformation they can expect, focusing on the results or outcome they’ll experience.
Ex: “With a strategic, custom website, you’ll get a high-converting online presence that attracts your dream clients effortlessly.” - Highlight testimonials – sprinkle in client testimonials or success stories next to each service to build trust and credibility.
#4: Use Clear Call-To-Actions (CTAs)
If a potential client is interested in working with you (which hopefully they are after following these tips!), taking the next step in how to work with you needs to be obvious and easy.
Including a clear CTA at the end of each service or end of the page that directs them to your contact page/form removes any obstacles and makes it super easy for them to take the first step in working with you!
Knowing how to create a high-converting services page is about more than just listing your offerings—it’s about showcasing your value, addressing potential pain points and needs, and easing any doubts a potential client might have about working with you. By focusing on clear, client-centered language, emphasizing benefits and transformations, and strategically placing calls-to-action, these strategies will boost engagement and drive any potential clients towards saying “heck yes” to working with you!
Want help building a services page and website that attracts and converts? Check out my own services page HERE and see how we can work together!
